Dance pony dance // oh yeah.

Over 12 million channel views, who can argue with that?

At first it seemed a bit random, just an attention-grabbing exercise really. But without seeing any results, I have to say I think it probably worked. The response evoked was one of happiness and laughter, whilst triggering brand recall and talk-ability. Three's 'dance pony dance' has hit all the right notes.

A campaign strengthened even further through an integrated approach. TV ads that pushed to the 'Pony Mixer' hosted in YouTube, Facebook posts and ads to do the same, then completing the circle by playing people's pony ads on TV. 

Three found a way to enter and drive the conversations, gaining earned media and spreading its message far and wide. 

A great case study campaign.

You can create your own dance pony here.

Pinterest // the power of sharing.

In social media it can often be difficult to prove ROI and this challenge continues to affect the uptake of social media campaigns by businesses. In this post, however, I'm more interested in looking at creative ideas around how to use Pinterest to gain attention and word-of-mouth.

  

The key behind creating a campaign that will get traction in any social media is understanding how and why your target market uses a particular social media platform; tapping into this in a way that they choose to include your brand in this experience.

  

Kotex have found a way to do this very well, creating a women's 'inspiration day', at the heart of which is uniqueness, expression and individuality, tied together with the concept of a gift. All capturing ideas that seem to have allowed this brand and campaign to effectively integrate and build widespread impressions.

  

  

Guess also had a similar idea in encouraging their consumers to share their favourite fashion pics and items, with the campaign being drawn on the theme of spring colours. The notion of a contest or competition is also a popular form of engagement in recent social media campaigns.

  

  

Finally, confused.com managed to bring attention to the issue of safety when driving, utilising Pinterest as the means to reach their target market of young women - a primary segment of Pinterest users. The prize itself did not require a big investment and yet the outcome makes this more than worthwhile. The great learning here is that you don't need to put in a great investment to see results - and in this respect your ROI is just about guaranteed!

  

  

Joyville // Cadbury keeps it simple and fun.

Cadbury's advertising has always been effectively simple yet powerful. You just have to look to their previous 'Gorilla' advertisement to see the pure and simple expression of anticipation of joy. In their latest Australian 'Joyville' campaign they've managed to create a whole world behind the brand as well. And it's filled with the simple fun and enjoyment we love so much about the shiny purple bar of happiness (spoken like a true chocolate lover).
    
  

A nod to Cadbury here as well on their social media strategy. The centre of this particular campaign lives at its heart on a microsite (this is where all the main content and brand/campaign messaging lives), but it is also beautifully extended into social media, including Facebook, and Twitter. Cadbury haven't overcomplicated here and have kept to a few mainstream channels.
  
What's nice about Cadbury's presence in these platforms is the way that they have made them fun and social. Since its release, Cadbury has made the most of Google+ 'hangouts' through special guests and live competitions, as well as running a range of other interactive activities across these channels. They've utilised their bought and owned media to encourage their consumers to participate and feedback directly to the brand - generating earned media through word-of-mouth. Cadbury has also used these platforms as an opportunity to co-create with their communities, both on content and new introductory products as well. By enabling their community to speak openly to the brand they've gained a much better understanding of their audience. A brave, intelligent and intuitive strategy.

  

You can visit the campaign website here: http://joyville.cadbury.com.au/
  

 Cadbury's 2007 'Gorilla' advertisement 
  

Volkswagen // making the most of Facebook photos.

A simple yet clever idea from Volkswagen and intuitive response to how users interact with the Facebook platform. Introducing the Volkswagen Ticari Araç Facebook Flipbook.

  

By uploading 201 consecutive photos into a Facebook photo album on the Volkswagen Ticari Araç page, you need to simply hold down the right 'next' button in the viewer to watch the Ticari Araç as it drives through the desert terrain, over a jump, across a bridge and through a town in a continuous loop.

  

  

Such a simple idea that really takes me back to my childhood, proving that often simplicity is best. With 237 Facebook shares it appears the message has gotten fairly well around as well.

Entertainment the key to viral momentum // Global Ad Charts.

Unruly, a global platform for social video advertising, has plucked out the top video ads in their Global Ad Charts - based on the number of shares online. Video and social viral campaigns have been recognised as a cost-effective and powerful way to get your brand in front of a large audience, encouraging word-of-mouth through sharing. Depending on your content and campaign objectives, this can be a very strong and effective marketing strategy.

The ad below came in sixth on the Chart and is an amusing and humorous play by Guinness. It is fairly long and steady in pace, however, quite a clever execution and one that animal and beer lovers I'm sure would enjoy. The message of the ad; 'Round up your mates for a Guinness'. The execution provides a fresh take on the sheepdog trials in the lead up to St Patrick's Day and is weird and amusing enough to share.

Unruly Global Ad Charts  

1. Studi43:  Two-year old dancing the jive - 1.11 million

2. Obama: The Road Traveled - 271,131

3. Mercedes: Invisible Mercedes - 226,756

4. Cartier: L'Odyssee de Cartier - 169,333


5. DollarShaveClub: Our Blades Are F*ing Great - 151,215


6. Guinness: Round Up Your Mates - 145,323


7. Vytautas: Mineral Water! - 113,877


8. Converse: DoYaThing - 101,549


9. Rovio: Angry Bird Space NASA Announcement - 66,304


10. Marshall: Introducing The Marshall Fridge - 53,782


'Feed a Friend' // Pizza Hut a brand that shares.

This one's not a new campaign, but a great social media idea that was launched out of the M&C Saatchi Sydney office last year.

This Pizza Hut campaign successfully linked the online world into the offline; capturing the spirit of sharing through a viral campaign centred on Facebook as the main media platform.

Great to see a campaign that understands so well its consumer insights and responds to broader social and media trends with a finger on the pulse of the online community. A great strategy and a brilliant result, well done.

Pizza Hut - Feed a Friend from Mark. on Vimeo.